SingTel.com Redesign

Over a period of nearly a year, Asia’s largest telco had its website and ecommerce store completely redesigned. The process involved getting to know every detail of the organization and approaching its complex consumer, SME, and enterprise offerings — with hundreds of products and services in each tree — from a clean start. The underlying site structure consisted of hundreds of obsolete pages, many single-use and unmaintained microsites, and a number of different, siloed CMS systems in use for different parts of the site.

As content strategist, I conducted stakeholder interviews and workshops in parallel with our information architecture team, and defined new structures for the presentation of information, and trimmed more than half of the site’s legacy content to increase effectiveness and usability. My team worked with executive management to greenlight radical content governance changes within the organization, and presented policies that would reduce the client’s need for microsites, moving them to the new site’s flexible templates for promotions and new products.

I also designed content modules and the user experience of landing pages used throughout the site to accommodate and showcase a range of very different products and service verticals.

Status: First phase of design rolled out. Implementation being handled by a third-party. Ecommerce designs to be shared whenever the new store goes live.


NGP Home Landing

Main homepage

Main homepage

Landing page for mobile phones and plans

Landing page for mobile phones and plans

Homepage design for business section

Homepage design for business section

Products and services map for business

Products and services map for business

Business products landing page and categorization

Business products landing page and categorization

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